Posted on 05/17/2023 2 min read
Western Union, the world’s leading international money transfer company, has undergone a major rebranding. The project has been carried out in collaboration with the agency Love Street & Company.
The new Western Union logo maintains the colors, but is reborn with a fresh approach and a new look more bold for your overall identity. In this article, we’ll explore the ins and outs of rebranding, looking at changes to your logo, typography, design system, photographic style, and iconography.
This comprehensive rebranding strategy marks a significant milestone in the journey of Western Union, a company with a 172-year history. The brand looks towards a more unified and progress-oriented future, without losing sight of globality, since it operates in all parts of the planet.
The new Western Union logo: a symbol of solidarity and progress
The rebranding leaves us with a more contemporary redesign of the Western Union logo. Now, the “W” is transformed into a symbol, more simplified and bold.
By moving away from its old WU acronym and reintroducing its full name into the logo, Western Union is preserving the integrity of its brand identity while signaling a new era of growth and innovation.
As explained by the Love Street & Company agency: “Western Union is the world’s leading international money transfer solution, and the most accessible financial services company in the world; It is NOT a crypto-startup-unicorn-millennial-fintech-solution.”
This new logo not only embraces a more modern aesthetic, but also has a vocation to identify with Western Union’s commitment to be relevant in an ever-evolving financial landscape.
In line with the general vision of rebranding, Western Union has chosen a typography style that strikes a harmonious balance between modernity and timelessness. The selected font, a resounding bold, which conveys confidence and clarity. The typography complements the logo, creating a cohesive and impressive visual identity at various points of contact.
A curious aspect is the notch in the upper right part of the W of the logo. An unfinished look, more expressive.
For headlines, the font is PP Right Grotesk, which gives it greater expressiveness. And for body text the choice is Roboto.
Design system: embracing the essence of Western Union
Love Street & Company has developed a comprehensive design system that encapsulates Western Union’s core values and aspirations. This system provides a framework for consistent visuals and brand guidelines, ensuring a unified brand experience across channels and platforms.
By embracing the essence of Western Union, the design system serves as a roadmap for future growth and expansion of the brand.
Photographic style: capturing global connections and real moments
The rebranding effort also extends to the photographic style used by Western Union. The new images show authentic, diverse and real-life moments that reflect the global reach of the brand and the connections it facilitates. By featuring people from different backgrounds and cultures, Western Union reinforces its commitment to serving non-native global citizens and supporting their financial aspirations.
Iconography: simplifying communication and signage
Recognizing the importance of clear communication, Western Union rebranding incorporates a complete set of iconography. This set ensures that communication and guidance are efficient and accessible across different experiences. Thoughtfully designed icons facilitate intuitive navigation and enhance the overall user experience, both online and offline.
Western Union’s rebranding tour, led by Love Street & Company, represents a significant milestone in the company’s 172-year history. The new logo, typography, design system, photographic style, and iconography contribute to a unified, forward-thinking brand identity.
By embracing a global mindset and staying true to its core values, Western Union demonstrates its commitment to reinventing financial services for non-native global citizens.